E-commerce checkout friction and omnichannel trends impact consumer behavior

A survey conducted by Appinio for payment service provider Brite Payments reveals significant friction in the online checkout process. Approximately 21 percent of consumers abandoned online orders due to requirements for registration or app downloads. Additionally, 24 percent of respondents cited excessive steps and clicks during payment as a deterrent, while 30 percent switched payment methods mid-process because their initial choice failed. Younger consumers (ages 18–24) reported higher frustration, with 40 percent switching methods and 34 percent citing slow or complicated processes.

Consumer confidence is also impacted by return policies; 34 percent of respondents have avoided purchases due to doubts regarding seamless refunds. Furthermore, 51 percent of surveyed consumers prefer European payment providers over non-European alternatives, with 53 percent stating they feel more secure when their data is processed within Germany or Europe.

In the broader retail landscape, the integration of omnichannel strategies is becoming essential. As online brands expand into physical spaces through pop-up shops, showrooms, and click-and-collect models, the technical connection between online orders and in-person payments is critical. Technologies such as Tap to Pay and NFC are being utilized to bring the checkout process directly to the customer, though successful implementation requires seamless integration between payment apps and inventory management software.